Geico Keeps Interrupting Its Own Ads in Latest Pre-Roll Campaign

Ads Embrace the Fact That Pre-Roll Is Disruptive

By Alexandra Jardine.Published on Feb 08, 2018

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Geico is a master at making pre-rolll advertising entertaining and watchable, with campaigns like Unskippable, Fast Forward and Condensed. Its latest ruse, once again created by the Martin Agency, is to embrace the fact that pre-rolls are disruptive by making the videos all about interruptions.

For example, in one spot, seen here, a couple in bed, rather stiltedly discussing Geico's savings, are suddently interrupted by a couple of gym bunnies on cross trainers bursting through their wall, and then again by the Geico logo crashing through the other wall.

"In the previous three rounds of pre-roll work, we played with the concept of time. First by skipping to the end, then fast-forwarding through the middle, and last year, condensing our ads," says Neel Williams, VP, creative director at the Martin Agency, in a statement. "This year, we took a different approach, but still kept things very self-aware. Rather than apologize for the interruption, we thought it would be fun to lean into it."